Casablanca – Recent data from an official Russian export report highlights a significant increase in Morocco’s imports of vegetable oils, particularly sunflower oil. In 2023, Morocco imported 660,000 tons of vegetable oils, with sunflower oil alone accounting for $120 million in value. The report, published by the Federal Center for Agricultural Export Development under the Russian Ministry of Agriculture, attributes this rise to higher domestic consumption and shifting consumer preferences due to inflation-driven price changes.
High imports, limited local production
According to the report, 85% to 90% of Morocco’s table oil needs are met through imports, as local sunflower oil production remains limited. The country currently produces around 30,000 tons annually, with 22,000 hectares cultivated in 2023. Plans are in place to expand the cultivation area to 50,000 hectares by 2030.
Over recent years, Morocco’s domestic sunflower oil production has remained relatively stable, fluctuating between 28,000 and 30,000 tons per year. However, this remains insufficient to meet growing demand, driving continued reliance on imports.
Consumption growth and export activity
Sunflower oil consumption in Morocco saw a sharp increase in 2023, reaching 104,900 tons—a rise of:
- 2.5 times compared to 2022 (41,800 tons)
- 1.7 times compared to 2019 (62,900 tons)
Despite high import levels, Morocco also exports sunflower oil, with 12,500 tons shipped abroad in 2023, generating $17.7 million in revenue. Major export destinations include Lebanon, Libya, and Senegal.
Changing consumer preferences
The report notes a shift in Moroccan consumer behavior, influenced by rising food prices. Consumers are adjusting their purchasing habits, leading to:
- A reduction in overall oil consumption.
- A preference for smaller-sized bottles.
- A shift toward lower-cost alternatives, such as soybean oil.
- An increase in bulk purchases of olive oil through informal channels.
Since June 2022, Morocco has also implemented higher import tariffs on sunflower and soybean seeds, further impacting market trends.
Market dynamics: Dominance of leading companies
The report identifies three companies as the key players in Morocco’s vegetable oil market, collectively accounting for over 80% of sales in 2023:
- Les Huileries du Souss Belhassan
- Omnium Nord-Africain
- Groupe Avril
Packaging trends and sales insights
With changing consumer preferences, there has been a notable increase in demand for smaller-sized oil bottles:
- 0.5-liter bottles grew from 12.2% of sales in 2019 to 14.8% in 2023.
- 0.25-liter bottles increased from 2.7% to 3.6% over the same period.
- Sales of 2-liter and 3-liter bottles have declined slightly, while 1-liter bottles remain the most popular, making up 55% of total sales.
Outlook for the Moroccan market
As demand for table oil continues to grow, Morocco is expected to maintain its strong reliance on imports while gradually expanding local production. However, price sensitivity among consumers remains a key factor, likely shaping future purchasing habits and market trends.
